04-02-2013, 03:08 PM
GREEN MARKETING
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INTRODUCTION
Environmentally-responsible or “green” marketing is a business practice that takes into account consumer concerns about promoting preservation and conservation of the natural environment. Green marketing campaigns highlight the superior environmental protection characteristics of a company’s products and services, whether those benefits take the form of reduced waste in packaging, increased energy efficiency in product use, or decreased release of toxic emissions and other pollutants in production.
MEANING
Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself, or produced and/or packaged in an environmentally friendly way.
Evolution
The green evolution has evolved steadily over the period of time. There were initially three long phases in the evolution of the much hyped green marketing.
First phase – Ecological phase
Second phase- Environmental phase
Third phase- Sustainable phase
NEED
On our planet sources are limited and human needs (wants) unlimited. Recyclable or renewable goods are needed to fulfill the unlimited needs of a costumer. So As industries have to search for new and alternative ways to satisfy the consumer needs (wants).
Thus green marketing is important for the firms to utilize the limited resources satisfying the consumer needs as well as achieving the organization’s selling objectives.